Whole Story

The Official Whole Foods Market® Blog

Frozen Just Got a Lot Cooler

By Allison Burch, October 14, 2012  |  Meet the Blogger  |  More Posts by Allison Burch

AppetizersConfession time. There may have been times in my life when I’ve relied on frozen food to feed everyone from me to my family to a whole party of people. I may also have sprinkled it with parsley and called it homemade.

Why don’t we want to admit to our frolics with frozen? Well, frozen food is convenient, but is often loaded with questionable ingredients like hydrogenated oils and artificial preservatives, flavors and colors.

Here at Whole Foods Market®, we took a good hard look at what we’d want in the freezer aisle, and made an entirely new line of frozen pizzas, dinners, appetizers and desserts. Of course, like all food in our stores, they meet all our quality standards. But the best part? They taste incredible. Now I get to spend more time eating a delicious, quality meal rather than cooking one. And I am more than happy to admit it!

Take a look. (Word of warning, you may drool.)

Wood Fired Pizza Buffalo Mozzarella with Cherry TomatoesWood-Fired Pizza at Home

Not your average frozen pizza pie, these Schiacciata-style (means “squashed” in Italian) pizzas feature a thin crust perfectly suited to a quick bake in a wood-fired oven where it browns and crisps to perfection.

Still building your backyard wood-fired oven? Fret not. We’ve par-baked these in an authentic one (in Italy!), so all you have to do is heat and serve for that same great Italian taste. It’s a main dish for two or a delicious addition to your appetizer table.

Penne All'ArrabbiataDate Night Any Night

Our grown-up skillet meals for two are not your run-of-the-mill frozen dinners. Ready in seven minutes or less, you can enjoy worldly cuisine together at home with no fuss or takeout tipping.

The Italian meals are created in Italy with the aromatic cheeses that make them irresistible — look for Penne all’Arrabiatta, Fettuccini Alfredo, Gnocchi Quattro Formaggi and more.

And the Asian meals, including Orange Chicken and Broccoli Beef, tantalize the taste buds with complex sauces, crisp vegetables and chicken or beef from animals raised without antibiotics.

Vegetable PotstickersEntertaining Done Easy

Want an impressive spread in minutes? Just heat these new appetizers, serve and party!

Recipes from India to China make for perfect appetizers — think samosas, potstickers and egg rolls — featuring vegetables seasoned with authentic herbs and spices, traditional cooking methods and chicken and pork from animals raised without antibiotics.

A quality leap above what you may have relied on before, our new selection will have your guests wondering if you snuck in a caterer.

Chocolate Chip Lava CookiesNew Luscious Desserts

Sweet. Creamy. Gooey. Dessert better be darned good, or why bother? We created these special desserts for when your meal for two won’t be complete without one — or for when it’s just you and you want a nice treat.

Made with the same high-quality ingredients you find throughout our store, each is a delicious experience that makes dessert worth it. With choices like Caramel Apple Blossoms, Caramelized Panna Cotta, Chocolate Lava Cakes and Chocolate Chip Lava Cookies, you should really grab a few. They keep in your freezer so they’ll be there when you need them.

Do you turn to frozen foods for convenience? Which of these will make an appearance in your grocery basket?

Category: Grocery




Michael Reinders says ...
Are any of the newly announced products Gluten-Free? Thank you. Michael
10/15/2012 1:05:29 PM CDT
Nikki - Community Moderator says ...
@MICHAEL - Thanks for asking! At this time, none of the products in the new line are labeled as Gluten Free. I will pass this along to the Private Label team for your suggestion!
10/16/2012 12:02:42 PM CDT
melissa lynch says ...
I love them!!
10/23/2012 11:21:49 AM CDT
Kait says ...
Are any of the new options vegan?
10/23/2012 6:31:42 PM CDT
Michelle says ...
What flavors do these come in? Are these pizzas the same as the better for you brand in your Florida?
10/23/2012 7:18:18 PM CDT
Megan says ...
@MICHELLE - These are new items that have been developed over the past year! Our new pizza flavors are Buffalo Mozzarella with Cherry Tomatoes, Margherita with Cherry Tomatoes, and Stracchino and Arugula.
10/24/2012 9:06:51 AM CDT
Megan says ...
@KAIT - The Vegetable Fried Rice and the Potato and Pea Samosas are vegan.
10/24/2012 9:10:42 AM CDT
Ray Larivee says ...
WE shop close to noon on Wednesdays. Can your weekly specials be available on line by 10 am on Wednesdays?
10/24/2012 12:01:00 PM CDT
Ginger says ...
Can't wait for the new store to open.
10/24/2012 12:39:52 PM CDT
Dylan Taylor says ...
Great to have ya'll in our area, good luck
10/24/2012 5:50:54 PM CDT
Dawn says ...
Are any desserts vegan? Or agave sweetened?
10/24/2012 6:16:15 PM CDT
Dotty says ...
I am hoping that this new line is low in sodium and potassium. Please say it's so as I have had to stay away from frozen foods due to kidney issues. My fingers are crossed waiting for your replay. :-)
10/24/2012 7:07:13 PM CDT
mike says ...
Just got home from the grand opening of our Virginia Beach store. This is the best store in your chain so I feel sorry for everyone living somewhere else. gluten free choices for my wife, beer growlers, hand made pasta, wood fired pizza, crazy amount of fresh seafood. great people working there. wonderful.
10/24/2012 8:25:10 PM CDT
Juanita Cozza says ...
I've recently moved to Florida from Michigan where I frequently shop at Kroger. They carry a Soy chorizo product that's impossible to find else where. It's a great vegan/vegetarian product!
10/24/2012 8:35:37 PM CDT
Donna Tate says ...
Glad to see it. I already liked your frozen food section in your larger stores, this is great!
10/24/2012 8:58:48 PM CDT
SN Burgett says ...
Bring back the vanilla pound cake in its original size easy to open paper wrap, PLEASE!
10/24/2012 9:45:21 PM CDT
Jacqueline Andra says ...
Checked out the Grand Opening of your Virginia Beach, VA store yesterday....on opening day...and I have to say despite the crowds and directing of traffic, it was fantastic and the store reps held up to Whole Foods standards...please make sure this stays the norm and would love to see a store closer to me or on the Peninsula side of Hampton Roads.....one is NOT enough....I was driving 2 hours once a month to Richmond so happy to have one here more local..Your selection, customer service can NOT be beat...keep it up
10/25/2012 7:34:12 AM CDT
arroba says ...
I call my freezer my "best friend." Living alone and cooking just for me, I always freeze leftovers in individual portions. Often I freeze meals like "tv dinners" (meat, potatoes or pasta and vegetable) which I defrost in my refrigerator for the next day's lunch or dinner. Every container is labeled with contents and date it was frozen. (I have a big roll of masking tape and tear off pieces to use for labels.) I also have a "bulletin board" (the quick-erase kind) where I list all meals and frozen leftovers. Bread for sandwiches, rolls, sweet breads and desserts have a special shelf in my freezer. Nuts for baking and cheeses also are frozen to be used as ingredients for special dishes with no worry about rancidity or mold. I used my freezer exclusively for meal preparations when my five children lived at home, but now that they are grown and on their own, I have no worry about cooking for one person because my freezer preserves leftovers. I'm 74 years old and strive never to waste food. With a freezer, everything I cook is eaten, now or subsequently.
10/25/2012 9:06:34 AM CDT
Allison Dexter says ...
Love the new samosa's but my store always run out.
10/25/2012 9:20:16 PM CDT
Linda b says ...
Will you be carrying any goat milk ice cream such as the highly rated laloos?
10/27/2012 10:13:38 PM CDT
Brian Atkins says ...
Do you sell amaranth flour?
10/29/2012 7:51:07 AM CDT
Carolyn says ...
I use to get "Grits Cakes with Shrimp chopped in them " at you store deli, now I can't get them. Can you help? They were small, the size of maybe a silver dollar, very good. Thanks
10/29/2012 3:05:54 PM CDT
Rita says ...
I get Naan Pizza from Tandoor Chef at Fresh Market. Fantastic! I can't find them at Whole Foods.
10/29/2012 5:06:00 PM CDT
Satori Gregorakis says ...
I have been a long time supporter and buyer at Whole Foods. It wasn't until recently I started noticing where your foods are produced. I saw once in the Asian section, a Japanese brand of oodon (sp) noodles. When I read the package I noticed it said 'Product of China. I thought that was strange.' I prefer products from U.S. I feel safer buying them. The BULK items, i.e., rice etc. have no labels to indicate where the product is imported from. Can you start labeling everything please. Thank you.
10/29/2012 5:09:41 PM CDT
Brook says ...
Love the new pizza, veggie egg rolls and potstickers! Had all my friends go pick them up this weekend as we prepared for hurrican Sandy! This new line is amazing!
10/29/2012 5:40:50 PM CDT